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While there isn’t a magic number, the popular advice is to avoid weekends, Mondays, and Fridays. Others say a slow news day — when nothing much is happening and journalists are desperate for stories — is a good day to send your release out and get an editor’s attention.

Everybody agrees the worst time to send a press release is when the whole world is preoccupied with a big event or breaking news story. Don’t even think about competing with a tsunami, terrorist attack, or school shooting.

And even with the best planning, sometimes your timing doesn’t work out. We had a client that launched a product right when a hurricane hit, and we could not reach many reporters because their power got knocked out for days. If something like this happens to you, just wait until things settle down.

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